A marketing effort is considered successful when it gets the attention of potential customers, converts them into paying customers, and encourages them to promote your product and service in their network. Businesses often need to do a great deal of online and offline marketing to stand out among the competition, make sales, and grow their bottom lines.
However, Russ Ruffino, founder and CEO of Clients on Demand observes that conventional marketing models are built around “the idea that you try to attract the highest amount of prospects by placing basic, volume-based ads – which are nothing more than a less invasive form of spam.”
Unfortunately, potential customers are tired of hearing different variants of the same marketing messaging over and over again; hence, customers are usually desensitized to respond to many marketing messaging. This piece provides insight into 4 unconventional marketing strategies that could help you get the attention of your target audience.
1. Don’t get caught up in competition
The first step towards creating unconventional marketing strategies is to avoid the trap of getting caught up in a marketing competition. You’ll want to keep an eye on your competitors; but trying to match them ad dollar for ad dollar might turn out to be an exercise in futility. For one, most brands tend to use the same traditional marketing channels; hence, the chance of getting your voice heard is dependent on who has the largest marketing budget and how well they can use that budget to make the loudest noise. This unfair nature of the art of marketing is more evident in the fact that smaller brands often have a hard time getting their marketing messaging heard amidst the marketing din of larger competitors. Hence, getting caught up in a marketing competition will prevent you from being creative with your marketing strategy; you’ll pay tons of money to ad agencies, but you won’t see commensurate ROI.
2. Make the world your canvas
When advertising, renting premium ad space on billboards, TV shows, and even online platforms can be somewhat pricey. However, you can still get the visual presence you need by leveraging your properties (online and offline) as platforms for your marketing message in the forms of poster, window clings, graffiti art, and other merchandize such as T-shirts, mugs, and hats. When promoting your business with visual art, you’ll need to use bold memorable messaging that gets people to ask questions about your brand; or at the very least, run a Google search about your business.
3. Everyone loves ‘free’ things
Most people like to think that they are rational and logical beings; however very few people can resist the allure of something being offered for free. Giving out free sample of your products is a smart way to get potential customers to try them out – you can also give out your merchandise for free. Two things happen when people receive free stuff; firstly, the free stuff leaves a positive memorable impression about your brand in their minds. Secondly, they might feel obligated to give you a few minutes to learn more about your products/services.
4. Create a publicity stunt that delights
Publicity stunts won’t work for all businesses and audiences; but if you nail the right feel for your target audience, you could gain a viral buzz that will give you lots of free publicity. To create the perfect publicity stunt, the elements of locations, creativity, city laws, weather, another big event, and a bit of luck needs to line up for you. It is important to note that a publicity stunt will still be a hit or miss event irrespective of the quality of your efforts. More importantly, you should ensure that your publicity stunt doesn’t annoy people.